references/schools/awareness-copy.md

# Awareness & Market Sophistication

## Core idea

Match message depth, mechanism, proof, and directness to what the buyer already knows.

## Figures

- `eugene-schwartz`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `awareness-levels`
- `market-sophistication`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.